Global growth is projected to remain subdued at around 3% in 2013. The translation market is growing more slowly, with the market size reaching $34.8 billion in 2013, up from $33.05 billion in 2012, growing at 5.13% annually. Prices per word have decreased to $0.13 on average. The presentation discusses how companies like Blackberry and Microsoft failed to adapt to changes in technology, and promotes adapting to changes in the translation market through embracing customer experience management and its three requirements: understanding customer interests, creating contextual experiences, and aligning organizations globally.

1. Welcome to SDL Trados
Roadshow
SDL Proprietary and Confidential

2. Change is
the only
Constant

3. What’s happening globally in 2013?
(1/2) %
13/4 %
2%
5%
Global growth is projected to remain subdued at
slightly above 3 percent in 2013
Long term interest rates will rise

4. Markets are not growing as fast as before.
We must change and adapt to remain
successful

5. Blackberry failed to acknowledge change

6. Microsoft couldn’t stop browser decline

7. Changes in
the
Translation
Market

8. Market Size (Common Sense Advisory)
The Language Services Market
$bn
40
35
30
25
20
15
10
5
0
2007
2008
2009
2010
2011
2012
2013
Rate of growth has slowed
2014

9. What’s happing to the market?
• The market for language services in 2013 will be $34.8bn
(up from $33.05bn in 2012)
• It is growing at an annual rate of 5.13%
• Overall volumes continue to grow but prices are down
• Average price per word in 2012 was $0.13
• The market for Post Edited Machine Translation services is
worth $841m
• 44% of LSPs offer Post Edited MT
(although the number is probably higher but LSPs do not identify this as a
different service from Translation)

10. machine translation
…and post editing

11. Interoperability

12. Outsourcing

13. Downward pressure on rates

14. Crowdsourcing

15. Growth of video

16. Who Moved
My Cheese?
by Dr Spencer Johnson

17. The Characters
• Two Mice
– Sniff, who sniffs out early change
– Scurry, who scurries into action
• Two Men
– Hem, who denies and resists change because he fears the worst
– Haw, who learns and adapts in time when he sees things can improve

18. The moral
• Change Happens
• Anticipate Change
• Monitor Change
• Adapt to Change Quickly
• Change
• Enjoy Change
• Be Ready to Change Quickly Again

19. What happened to us
SDL BeGlobal
SDL GroupShare
2011
SDL acquires
Trados
2005
SDL Trados
Studio 2011
SDL Trados
Studio is live!
SDL Trados
2007 launches
2009
2007
2008
SDL GroupShare
2014
SDL Trados
Studio 2014
2012
2011
2013
2010
2006
300 Universities
In our program
SDL Certification
Our Webinar
Series starts
2000 people
Join us
LSP
Partner
Program
Live
Youtube channel
launched
SDL
OpenExchange
Facebook page
created
300 Universities
In our program
LiveChat available
Community
participation
Content creation
grows
500,000+ views
on youtube

20. Change to embrace CXM
SDL BeGlobal
SDL GroupShare
2011
FREDHOPPER
SDL Trados
Studio is live!
XYSOFT
TRISOFT
SDL Trados
2007 launches
TRIDION
SDL acquires
Trados
2005
2009
2007
2008
XOPUS
SDL Trados
Studio 2011
CALAMARES
LANGUAGE
WEAVER
2011
2010
BEMOKO
SDL GroupShare
2014
ALTERIAN
SDL Trados
Studio 2014
2012
2013
2006
SDL Certification
Web
Our Webinar
Content
Series starts
Management
2000 people
Join us
Structured
Content
XML
LSP
Partner
Program
Live
Automated
Youtube channel
SDL
Translation
SD1000
launched
OpenExchange
300 Universities
Video our program
Social
In
Management
Media monitoring
Search and
300 Universities
Facebook page XML Editing
Target
In our program
created
LiveChat available
Community
participation
Content creation
grows
Campaign
management
500,000+ views
on youtube
Mobile
content

21. Defining Global Customer Experience Management
Consider
Research
PRE-PURCHASE
Engage
Advocate
Evaluate
POST-PURCHASE
PURCHASE
21
CXM is a strategy and practice for managing customer experiences
online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.

22. Three business requirements for Global CXM
Understand your
audiences’
interests and
motivations
Insights
Contextual
Experiences
Create relevant
experiences for your
customers, regardless
of channel
22
Orchestration
Align your
organization across
channels, markets,
languages and teams

23. SDL Global CXM capabilities
Deliver personalized and relevant experiences throughout the customer journey
OMNI CHANNEL DELIVERY
REAL TIME TARGETING & PERSONALIZATION
CAMPAIGNS
CONTENT MANAGEMENT
GLOBALIZATION MANAGEMENT
23
ANALYTICS

24. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.